Jason Freeny Launches His First Mass Marketed Designer Toys: CAPSLS

One minute you're an unknown artist working on a quirky new project; the next you’re being named Clutter Magazine’s Breakthrough Artist of 2011. Suddenly you've got an army of avid Facebook fans following your every move and your pieces are selling for $10,000 each. So where do you go from there?

For Jason Freeny, who made his name by dissecting toys, the answer was fairly obvious. This week Freeny launched his very own line of designer toys; CAPSLs.

above: Freeny began designing his CAPSLs way back in 2009

CAPSLs are super-durable, interactive keychains with pocket-sized personality and just enough space to store your smallest goodies, like candies, mints, “prescriptions”-- whatever it is that keeps you going.

“For my first line of designer toys, I wanted to add function” Freeny says. “ Everything else out there is all about form, but CAPSLs are actually useful too. And I wanted to add a 4th dimension, since so much of what I do focuses on what’s inside; CAPSLs let you go inside and actually use that space to store things.”

The first series of CAPSLs features 12 original designs ranging from sweet (Flower Bomb) to zany (Frog Squid). Tops and bottoms create an airtight seal, and they’re interchangeable, so you can mix and match with more than 100 combinations.